Growing from a very low base, BB/CC creams recorded by far the strongest current value growth within colour cosmetics in Serbia in 2018, seeing a double-digit increase. These products only became available to Serbian consumers in 2013, and the category has recorded the fastest increase ever since.
During 2018, independent small grocers lost notable value share within colour cosmetics. At the same time, all modern grocery retailers recorded increases, particularly discounters.
Lipstick continued to account for the highest value share within colour cosmetics in Serbia in 2018. Its lead was remarkable, with mascara, nail polish and eye shadow trailing far behind.
Many colour cosmetics products offered by the two leading producers – L’Oréal Balkan and Coty – were often available at significantly discounted prices (usually 40%) during 2018. The main health and beauty specialist retail chains had large posters advertising 40% discounts in their shop windows during most of the year.
Both of the largest beauty and personal care direct sellers in Serbia – Avon Cosmetics and Oriflame Kozmetika – saw relatively poor performances in 2018. Avon even recorded a value decline, whilst Oriflame posted amongst the lowest value increases.
Just as many middle-income consumers were attracted by discounted premium brands in 2018, many lower-income consumers in Serbian society were more interested in economy brands and private label. This led to an increase in the popularity of private label lines, as they offer very low prices and are almost exclusively present in the economy segment.
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This industry report originates from Passport, our Beauty and Personal Care market research database.